At Mobile World Congress 2015, network intelligence outfit Astellia took the opportunity to demonstrate some of the customer segmentation tools contained within its Nova Customer Analytics product.

Scott Bicheno

March 17, 2015

1 Min Read
Astellia highlights benefits of customer segmentation

At Mobile World Congress 2015, network intelligence outfit Astellia took the opportunity to demonstrate some of the customer segmentation tools contained within its Nova Customer Analytics product.

Speaking to Telecoms.com Thierry Jacq, Global Solution Marketing Director at Astellia stressed how useful it is for operators to be able to accurately segment their subscribers, especially by tracking revenue against usage, to minimize the churn of high ARPU customers.

It stands to reason that subscriber segments that account for a large amount of revenue, but consume relatively little data are more valuable than low revenue/high usage ones and Astellia is banking on operator demand for a tool that allows such segmentation.

In the screenshot below you can see six segments created by the Astellia analytics tool, chosen by their relative mobile data consumption behaviour. In the pie charts underneath you can see that, for example, ‘Social connectors tend to generate relatively high revenues while using relatively little data, while ‘File sharers’ are quite the opposite.

It stands to reason that operators would be more keen to prevent the chum of the former rather than the latter and Astellia expects them to use this information to enable targeted marketing campaigns, sales promotions and whatever else it takes to keep high value subscribers on-board.

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About the Author(s)

Scott Bicheno

As the Editorial Director of Telecoms.com, Scott oversees all editorial activity on the site and also manages the Telecoms.com Intelligence arm, which focuses on analysis and bespoke content.
Scott has been covering the mobile phone and broader technology industries for over ten years. Prior to Telecoms.com Scott was the primary smartphone specialist at industry analyst Strategy Analytics’. Before that Scott was a technology journalist, covering the PC and telecoms sectors from a business perspective.
Follow him @scottbicheno

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